Lego Project MG3014

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MG 3014
Group members:
Aisling Hickey - 112343876
Margaux Pasquier - 114105772
Marine Pion - 114105782
Noreen O’Sullivan – 112318066
Tim Kelly –112337801
20th
February 2015
Applied Marketing
Communications & Social
Media Marketing 2014/2015

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Executive Summary
 Our aim is to build a memorable LEGO experience in which
interaction between different LEGO communities and cultures are
encouraged.
 To achieve this, a brand fest, LEGO Film Festival, was designed.
 The Film Festival is a competition for LEGO Fans and brand
communities to create their own LEGO movie, utilising the power of
stories.
 Through consumers voting for their favourite videos, it will increase
online engagement on the website and social media platforms.
 Promotion of this festival is conducted through traditional and non-
traditional marketing, for example, The LEGO website, Twitter,
Facebook, YouTube and guerrilla marketing.
 Through creating a combined active brand community, surrounding
the festival, the longevity of this campaign will be ensured by
creating an annual event.

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Table of Contents
Aims & Objectives 4
Research Conducted 5
Shaping the
discussion
Provide networking platforms
Use blogs & other social media tools
Traditional & internet based promotional tools
Provide information
Be outrageous
Provide exclusivity
Design products with talking points
Support Causes
Utilize stories
7
7
8
11
12
12
13
15
15
Conclusion 16
Appendix 17
Bibliography 23

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Aims and Objectives
The key values of LEGO are creativity, originality, gathering (building
things together), learning, imagination. LEGO have a significant online
presence and there is numerous, different LEGO brand communities.
LEGO’s own website incorporates consumer’s creativity while also
showcasing LEGO products. LEGO’s YouTube channel, has 571,575
followers with more than 50 million views, which broadcasts mini-
episodes, adverts and music videos around the brand. The brand is also
on Facebook, Twitter, Flickr, Pinterest, Instagram, Vine and Google+.
Therefore it has been decided to create an integrated market
communication campaign that brings LEGO’s fans and communities from
all aspects together by creating a LEGO Film Festival.
The aims of this campaign are:
 To bring all the LEGO brand communities and fans in one specific
place to build a memorable, fun LEGO experience.
 To encourage interaction between different LEGO communities and
cultures
 Increase online engagement and traffic on the website by August
2016.
o Increase volume of entry into LEGO Idea by 10%.
o Increase volume of votes for LEGO Idea by 5%.
o Increase online sales of LEGO products by 5%.
o Increase average length per visit on the website by 10%.
 Increase online engagement and traffic on social media platforms.
o Increase number of likes and shares by 5% on LEGO’s own
social media pages.
o To make #LegoFilmFest trending on Twitter.

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Research Conducted
As part of our research, a netnography (Kozinets, 2002) was conducted on
the LEGO brand. We found LEGO had a variety of LEGO communities
(LEGO Ninjago, LEGO LEGO, LEGO Minifigure Fanatics, Brickbuilders, etc.)
who are passionate about LEGO but do not interact with other LEGO
communities.
To understand how the LEGO communities work, we can take the example
of Brickbuilders’. Brickbuilders’ members are passionate with the brand’s
history and old narratives associated with LEGO.
The original idea was to get people together to create LEGO replicas of
something which are significant to where they come from, for example a
group of French students creating a LEGO Eiffel Tower. The idea came
from a video LEGO released over Christmas where a group of people
created a LEGO Christmas Tree in Australia1(Lego, 2014).
Following this, we contacted LEGO to see if they could donate some LEGO
to facilitate this idea and if they consented we would have filmed videos of
different groups of students creating LEGO replicas of where they came
from. However, they kindly declined (Appendix 1).
After LEGO declined our request and with further research, we noticed a
trend online especially with Facebook where there were numerous
segments of different LEGO users for example ‘LEGO Star Wars and
Minifigures Collectors group’ or ‘LEGO LOTR’.
First, we looked at LEGO Ideas (formally LEGO Cuusoo) to see peoples’
potential creations for upcoming LEGO sets. From reviewing the website
and the Facebook groups, we noticed a clear trend of people wanting to
create LEGO replicas of their favourite movies or games such as LEGO
‘Assassin Creed’ film2 (justjoshing408, 2011) which has over 6.5 million
views on Youtube and LEGO Star Wars: Storm Trippin3 (Aaron Legg,
2013). In order to understand the consumer better, we asked some of the
Stop Motion communities for advice on how to create a Stop Motion film.
1 https://www.youtube.com/watch?v=MXhIjYA1wKI
2 https://www.youtube.com/watch?v=3X_tGB90KNg
3 https://www.youtube.com/watch?v=7SpNHMwwID4

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Following their advice, we started working on creating a Stop Motion using
LEGO Ghostbusters utilising the advice given by the community. Using the
advice, we started creating a trailer while documenting our process by
using Snapchat to keep the other members immersed in our experience.
From our use of Snapchat, we decided that it would be an effective way to
document consumers’ experiences.
Admittedly creating a stop motion video is a difficult
process even with the use of the App ‘Lapse it’ which
allows user to see a transparent overview of the
photo they took while taking a new one.
We also discovered LEGO has an app called LEGO
Movie Maker, however this app has the drawback of
not utilising the trait by Lapse It allows users to see
what they had previously taken. This may be a
problem for amateurs, such as ourselves, as it may
cause the video to feel disjointed. For this reason we
choose to utilise Lapse It against LEGO’s own app.
Our trailer can be viewed at
https://www.youtube.com/watch?v=l1wbZ-WWKow
Afterwards it was decided that consumers could be encouraged to create
videos using LEGO which could be incorporated into a film festival.
There is a community who create a LEGO Festival called BrickFest Live.
This event is successful and gathers lots of LEGO fans around the world.
Therefore, organising an official LEGO film festival will be the opportunity
to unite communities and co-create with fans do on the brand image while
creating a fun, memorable LEGO experience.

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Shaping the Discussion
Provide networking platforms:
LEGO Ideas create a section on their website that would allow consumers
to upload their videos, discuss their ideas and talk about the brand. LEGO
Ideas is a platform on the LEGO Company’s website which can be utilized
as a networking platform for consumers.
Social media platforms will be created where LEGO fans can discuss and
communicate with other LEGO communities and fans to share ideas,
experiences and solve problems. At the start of the campaign between
October and December we will create separate social media pages
promoting the festival. This will include a new channel on YouTube,
creating a hashtag (#LegoFilmFest) on Twitter, festival event page on
Facebook, and Instagram page.
We would link all the LEGO Film Fest social media to the company’s
website, where links to entry forms to compete at the festival. Creating
the separate film festival page on various platforms will bring together all
the communities, which are taking part, which can act as a linking value
between communities. Different communities can learn, support and co-
create with each other, making them stronger. LEGO’s Head of
Community Co-creation Peter Espersen (Davidi, 2014) can monitor and
interact with the communities easier and foster relationships with them,
as they are all joined to the one bigger better platform.
The film festival is a way to bring LEGO communities together in one
geographical location to play with LEGO, look at what other consumers
have created. This will create a memorable atmosphere and immerse
LEGO fans completely in the whole LEGO experience.
Use blogs and other social media tools:
Social media will be used to share and vote on consumers’ trailers of the
movies. Consumers will be able to comment on the trailers, what could be
improved and engage with each other. This would create a sense of
community, by linking all communities together from Disney Princess to
Star Wars. A sharing of interests, sentiments, behaviours, and objects
would link them together using creative movies. It may result in those
outside communities to view the videos, and encourage them to join the
community that revolves around the film festival and even make their own
video or visit the festival.
Social Media pages would be used throughout the campaign, to promote
the Film Festival, the LEGO brand and its heritage. The Film Festival
Facebook page would be co-constructed by the communities. LEGO would
monitor the content of this page but would not attempt to filter what is
being posted. The content that LEGO would post, would include

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information about the campaign that would be available on all forms of
media throughout the campaign, videos that consumers have made, clues
about the treasure hunt at the event, and photos and videos taken at the
festival.
Traditional and Internet based promotional tools:
Tools used to Launch the festival:
Press Releases, mass media TV campaign, online launch on website, social
media and celebrity endorsements and on LEGO boxes. (See appendix 5)
Press releases and mass media TV campaign would be used to notify
LEGO Fans of the Film Festival. Due to the campaign being primarily
online, press releases and mass media will only be used to direct Fans to
the LEGO website. The flyer (Appendix 3) created will be used in all
traditional promotional tools. In the case of TV commercials an image of
this flyer will be shown at the end of the LEGO’s standard Christmas TV
advertisements.
LEGO has numerous celebrity fans that could be utilised in the campaign
to support the online launch of the Film Festival. Ed Sheeran, David
Beckham and Richard Hammond will be used to launch the campaign
through creating trailers of their own.
‘I’m gonna pick up the pieces and build a Lego
House’ are the first lyrics for Ed Sheeran’s song
‘Lego House’ released originally in 2011. This
video was reshot using LEGO bricks and so far
has reached 7 million reviews on YouTube 4(The
Live Room powered by Warner Music, 2013). Ed
Sheeran will attract new fans to the LEGO Brand
as he is a young, popular music artist and a LEGO
Fan.
David Beckham who has mentioned in
numerous interviews that he finds LEGO
helps to calm him down 5(The Guardian,
2014). David Beckham is also a renowned
philanthropist and he would partner with
their LEGO Foundation6 (The LEGO
Foundation, 2015).
4 https://www.youtube.com/watch?v=NEqY0eY1_vQ#t=38
5 http://www.theguardian.com/football/2014/feb/02/beckham-lego-calm-football-star-stress
6 http://www.legofoundation.com/

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Another famous AFOL (Adult Fan of LEGO) is Richard Hammond who has
released a video on YouTube declaring his admiration of their product
7(Richard Hammond's Tech Head, 2011) and pointing out the creativity of
Lego users. He has also quoted LEGO as helping him when he was
involved in a serious injury.
Entering trailer:
As mentioned above, separate pages on social media’s would be used as
tools to promote the festival and LEGO’s brand values and heritage. Using
the website and social media pages, information would be provided to
LEGO brand communities, regarding the competition. A link would be
provided to the LEGO Movie Maker app through the website and the
different social media pages. The Film Festival social media pages would
be linked to all known brand communities, where collaboration between
different brand communities would be encouraged.
Voting:
Promotion would be given to travel agents and online
holiday websites (e.g. Booking.com), where
consumer would be able to buy a packaged holiday,
trip to California, where they would get flights,
tickets to the film festival, passes to the LEGOLAND
resort and stay in the LEGOLAND hotel.
Trailers would be able to be viewed on the “LEGO
TV” app and links to vote for them. To enter a vote,
an email address is entered. The email address is
then used for direct marketing.
Promotion would be on LEGO’s “LEGO Club
Magazine”. Direct marketing would be
used to email those individuals who are a subscriber to the
magazine, as well as those who have a LEGO VIP card. For
those who voted for specific themes of films, directing
marketing would be used to promote products in that category.
For example, those who voted for science fiction themes, we
would send emails relating to Star Wars, Harry Potter, and other
science fiction related products. Voting would result in people
promoting their own videos and sharing of other entrants’
trailers, on various social media platforms.
The online campaign at this point would include using their website,
YouTube channels and other forms of social media. A trailer would be
7 https://www.youtube.com/watch?v=N-5lw1SuOIo

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promoted per day, for each continent, according to the analytical data
found from the various social media platforms and google analytics. The
time of which promotion would be announced or posted, would be during
the time when the volume of traffic would be highest, for each continent.
To target children and adults who do not have
access social media. We would place tablets in toy
stores, where children can play on the LEGO
applications, where they can also view and vote
for their favourite trailers. The stores used would
include all major toy stores, Hamleys of London,
Toys R Us and the LEGO stores, among other large
toy stores. In Store televisions, sample trailers would be used to
encourage voting for trailers. Information regarding promotional holiday
packages to the festival on in-store televisions to encourage attendance to
the festival. Results of the winning trailers would be posted on the
website, all social media pages and displayed on in-store televisions.
Pre-Festival:
We would promote the trailers that have reached to the film festivals.
Clips of these films would be released, online on the LEGO website, as well
as the specific social media pages for the festival.
Festival:
As part of the festival, we would create a Snapchat account, where those
who are at the festival, would be able to send “snaps” of their
experiences. We would screen shot those snaps, to be used as part of the
post festival advertising.
To promote “LEGO Ideas”, during the event we would
set up a “play area”, those who are attending the
event could create their own designs and display some
of the already manufactured successful LEGO ideas.
This could be promoted in conjunction with the LEGO
connection app. Festival goers would be able to create
their own designs, share their designs via the app and
others would be able to view and improve on their
designs. These designs would then be able to be
uploaded on LEGO Ideas. Tablets would place at this location where
festival goers would be able to view upload design and vote for them.
Festival goers would have full access to all activities in LEGO Land and
facilities there.
Post festival:

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A press release would be sent to all major newspapers and other forms of
media, announcing the winner of the Film Festival. The films created
would be made available to watch on the LEGO TV app and the website.
Links for these would be available on the festival social media pages.
Provide information:
Information would be made available on LEGO boxes and pamphlets
within the boxes, regarding the launch of the festival initially. Information
would include ways in which one can enter the competition, the entry
dates, requirements, and when the festival is being held and where. Other
information on the box would include links to use the improved “Movie
Maker” app which we would work with Lapse
It to develop. There would also be a link to
the social media pages that have been made
specifically for the film festival, as well as the
company’s website. Once the closing date for
the entries is reached, the information on the
boxes would change from information about
how to enter to the competition, to random
facts about LEGO, for example, “The LEGO
name is made from the first two letters of the Danish words LEG GODT,
meaning “play well”.” More facts are available here:
http://education.lego.com/nl-be/about-us/lego-education-worldwide/lego-
facts
To provide information about the brand’s heritage, the company would
release videos on various forms of social media, mainly YouTube. The
videos would include two topics, one of “LEGO Memorable Moments”, and
The LEGO family, i.e., the workers. “LEGO Memorable Moments”, would
involve looking at significant points in the history for the LEGO Company.
The LEGO Family would try to eliminate the view of LEGO as a big
corporation, showing that it is a caring, fun place to work.
LEGO’s Movie Maker app would help communities to create the movies
and trailers to enter into the competition.

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Be outrageous:
To incorporate guerrilla marketing, The Wizard of Oz, Yellow Brick Road,
would be created using a printed LEGO design, which would be located in
San Diego and the surrounding areas of LEGOLAND, which would be in the
direction of LEGOLAND California. LEGO men would be on the Yellow Brick
Road pointing towards LEGOLAND.
Due to LEGO being a global brand, glocalisation (Beyer, P) is an important
element of our campaign. The videos are a way to create anticipation,
while encompassing the cultures of our consumers. These videos would be
co-created with LEGO Fans, who have previously created other unique
videos. It would give LEGO users the opportunity to comment on and
share the videos and would facilitate the conversation. It would bring
together different brand communities with different cultural backgrounds
that share a love for LEGO, to celebrate LEGO in a fun, creative
environment.
As part of glocalisation for the
Spanish Market, we would be
recreating the infamous ‘Running
of the Bulls’ in Pamplona using
LEGO. This is a unique event to
Spanish culture and will be a
talking point to encourage the
Spanish LEGO fans to participate
in the Festival and communicate
with other cultures.
Provide exclusivity:
There is a number of ways in which we will provide exclusivity, however
we do not want to exclude potential new members of LEGO communities.
As part of voting each person must create an account. A part of which will
require them to give a password and an email address. To create
exclusivity, we would email all those who have voted, thanking them,
giving them an exclusive clip of The LEGO 2 movie trailer.
For those in brand communities, a “treasure
hunt” to view exclusive films would be held.
Clues would be given to brand communities
and fans, for secret locations of film viewings,
around LEGOLAND, during the festival. As
LEGO have just announced the Doctor Who
range, we would use the Tardis’ as the
entrance to these secret locations. We would
vary the level of difficult to the clues given,
thus providing exclusivity, to those more avid
LEGO Fans.

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A limited number of trailers, one hundred, would get through to the Film
Festival. Prizes from the Film Festival would include an exclusive trip to
the Premiere of the LEGO 2 movie and VIP passes to all major LEGO
events for a year.
Promotions with travel agents and online holiday websites (e.g.
www.booking.ie) would be exclusive to those who booked prior to the
results of the trailers being announced.
Design products with talking points:
Originally we found consumers making videos of their own, using LEGO.
We want to facilitate this conversation. There is no denying creating these
videos will create talking points, which would revolve around, the making
of the videos and various effects used by individuals. Consumers would
initiate campaigns of their own, to get votes to win the competition.
As LEGO is such an international brand, glocalisation is a factor that we
felt, was required in the marketing campaign. We feel that it has potential
to create major talking points about LEGO in its respective cultures and
thus encourage participation from all cultures. For our campaign, we have
chosen four different cultures as examples.
Spanish Markets:
For Spain, we could focus on the
culture of football in Spain and co-
create a LEGO Stop Motion video of a
football game between Barcelona and
Real Madrid which would be aired at
half time at a football game in La Liga.
We would contact certain YouTube
bloggers who have created videos such
as (Weevil888, 2014)
https://www.youtube.com/watch?v=p0
mz947oegQ ,which has ranked up to
nearly 4 million views. Another idea,
previously mentioned, for the Spanish
Market would be recreating the infamous ‘Running of the Bulls’ in
Pamplona using LEGO.

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Asian Markets:
We found that in the Asian market that
education is a major priority. Thus, we
believe for LEGO to be accepted in this
market, emphasis needs to be put on the
educational aspects of the toy8 (Billing,
S. 2014) Preferably to cater for this
market, we would encourage users to
create videos of LEGO being used to
solve problems in an entertaining manner or being used in education
videos such as http://youtu.be/YQQnjkzJ3IQ (Wiggins. J, 2014).
However, a more radical approach may be by utilising LEGO, to create
unique music which may suit the culture that has fostered for example
Hatsune Miku, the world’s most famous Vocaloid. This could also
incorporate the educational aspects as one programmer used his
knowledge and applied it to LEGO Technic’s to create ‘Play House’9 (Solon,
O. 2014).
Irish Markets
In order to target the Irish market and distinguish it, we believe the focus
should be on the everyday culture of Ireland. This will be done by creating
videos of normal situations, utilising a wide variety of dialects and
colloquial phrases. Our plan to target the Irish Culture, would involve
partnering with Sminky Shorts (a popular Irish animated cartoon on
YouTube)10 (Sminky Animations, 2012) to create a unique Irish Stop
Motion video. Collaborating with a
well-known authentic Irish cartoon
may convince people that LEGO
really wants to bring all types of
people together in a fun, creative
manner.
This may also target many Irish
users who have emigrated abroad
and give them a chance to fondly
remember their home and introduce
people to Irish culture in their new
host country, thus creating talking
points and building a sense of
community between people
worldwide.
8 http://www.businessinsider.com/afp-lego-lays-building-blocks-for-asian-dominance-2014-10?IR=T
9 http://www.wired.co.uk/news/archive/2014-04/26/lego-music-alex-allmont
10 https://www.youtube.com/watch?v=J9Pw Wq3le9A

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American Market
For the American market, we would engage
in a marketing campaign at specific times
such as Thanksgiving, the Super Bowl and
the Fourth of July festival. In order to create
anticipation, there would be a trilogy of
videos telling a specific story with a tease of
when the next video is released. These
teasers would create talking points and be a source of a reminder for the
upcoming Film Festival. LEGO can capitalise on these events to encourage
other users to attend the festival. Collaborations would occur with users,
such as Dave Eric Smith, who created a Brick Bowl video, which converts
the Super bowl to ads as LEGO11 (Smith, D.E., 2015).
Support causes:
LEGO donate to a children's charity each year and a portion of the festival
proceeds would go to that chosen children's charity. By promoting this, it
would further promote LEGO’s brand values of having a positive impact in
communities and help fulfil their stated responsibility of developing
children. This will further develop their brand loyalty and people will be
more willing to come to the festival if it’s supporting a charity. As
previously mentioned, David Beckham would partner with the LEGO
foundation as part of our campaign.
Utilise stories:
The videos of the “LEGO Memorable Moments”, the LEGO family (workers)
and the glocalisation videos further develops LEGO’s brand heritage and
values, their story and relationship with fans.
Snapchat videos and photos sent by festival goers, can be utilised to
create the festival story, which will be used as part an ongoing campaign
to promote the Film Festival as an annual event. These stories would
capture family and friends playing together and embracing the whole
LEGO experience.
Following the festival, movies would be released for those who did not
attend the event to view. The aim of releasing the winning videos and
creating a LEGO product range related to the festival is to create
longevity, aid the continuation of this LEGO experience and make the
event an annual event thus hopefully creating a legacy and a huge brand
community.
11 https://www.youtube.com/watch?v=YWTCM0KqHy4)

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Conclusion
Our aim was to bring all LEGO brand communities to one geographical
area, to build a memorable LEGO experience in which interaction
between different LEGO communities and cultures are encouraged. This
is achieved by creating the LEGO Film festival, where LEGO Fans have
the opportunity to network and play together, thus, creating a
combined active brand community.
By placing the “play area” at the Film Festival, where attendees can
create their own designs, as well as existing LEGO Idea designs can be
viewed, will increase the volume of entry into LEGO Idea and increase
the volume of votes.
The online voting will increase the average length per visit, due to fans
viewing and voting for trailers, and exploring the LEGO website as a
result.
The trailers virality will result in an increase in the number of shares
and like on LEGO’s own social media pages, as well as, the festival
specific pages. Due to the voting system, more likes and shares would
be received on the Film Festival pages, as well as LEGO’s main social
media pages. All festival related tweets will be hash tagged
#LegoFilmFest, to create a trend on Twitter.
As part of the Film Festival, direct marketing is conducted, by using the
emails provided by voters. The emails will be targeted at product
ranges of interest based on trailers viewed and voted for. A festival
specific product range will be released following the festival. This would
result in increasing sales online.
Our campaign combines LEGO’s brand values of imagination, creativity,
fun, learning and caring, which is used to create an annual event that
brings all LEGO communities together, that share these values.

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Appendix
Appendix 1
First LEGO’s mail:
Second Tim’s mail

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Second LEGO’s mail
Appendix 2

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Appendix 3- Lego Print Information Flyer

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Appendix 4
YouTube Video Clips
Research Conducted:
Search Term: LEGO Star Wars: Storm-Trippin'
https://www.youtube.com/watch?v=7SpNHMwwID4
Search Term: Lego Assassin's Creed
https://www.youtube.com/watch?v=3X_tGB90KNg
Search Term: Ghostbusters Stop Motion
https://www.youtube.com/watch?v=l1wbZ-WWKow
Shaping the Discussion
Search Term: Champions League Final 2014 in LEGO (Real Madrid v
Atletico Madrid)
https://www.youtube.com/watch?v=p0mz947oegQ
Search Term: LEGO Hydraulic Backhoe
https://www.youtube.com/watch?v=YQQnjkzJ3IQ&feature=youtu.be
Search Term: Sminky Shorts: I Can't Do It
https://www.youtube.com/watch?v=J9PwWq3le9A
Search Term: Brick Bowl 2015
https://www.youtube.com/watch?v=YWTCM0KqHy4

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Appendix 5
Timeline for Campaign
October 2015: Pre-Launch
 Rework the Lego “Movie Maker” app; improve function to make it
more user friendly.
October-December 2015: Launch
 Television advertisement
 press release
 online launch including Lego website and film festival social media
pages
 links to movie maker app and social media pages to all known brand
communities
 create hashtag (#LegoFilmFest)
 celebrity endorsements
 competition information on boxes and flyers
 Direct marketing using Lego’s “Lego Club Magazine” and Lego VIP
cards
 Thanksgiving promotion trailer
January 2016: Entering Trailers
 Continue all promotions and engage when needed on social media
sites
 Sharing of Trailers uploaded
 Encourage entry to competition before deadline on social media and
in-stores.
 Use some glocalisation promotional videos released to encourage all
culture participation.
 Trailer deadline.
February-March 2016: Voting
 Voting begins start of February and link on website.
 Trailer promotions and encouragement of participants to vote and
share on social media.
 Trailers uploaded to Lego TV and link to voting on website.

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 Holiday package promotions
 Thank you emails sent with exclusive Lego Movie 2 clip.
 Video and voting in-store promotion in all major toy stores(Lego
Stores, Toys R Us)
 More promotions in Lego’s “Lego Club Magazine” and VIP cards.
 Super-bowl advertisement
Mid-March- July 2016: Pre-Festival:
 Results of the winning trailers would be released and successful
trailers links released and used as promotional method for the
festival.
 Promotion with travel agencies and online travel websites would
end.
 Videos of “Legos Memorable Moments” and videos of the Lego
family released.
 All glocalisation videos released.
 4th of July Independence Day Trailer released.
 Guerrilla marketing
29-31st July 2016: Festival
 Snapchat stories released and screenshot for release on social
media.
 All social media sites updated daily.
 Lego Idea concept, voting system and website promoted.
 Weekend activities planned (treasure hunt for film clips)
August 2016 onward: Post-Festival
 Press release would be sent to all major newspapers and other
forms of media, announcing the winner of the Film Festival.
 Winning clips released.
 Lego festival product range released.
 Snapchat stories released on social media sites and promotions for
next year’s event begins.

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Bibliography
Beyer, P. Globalization and Glocalization Available at:
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